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Top 25 Countries Leading Online Shopping in 2025
1. United States Dominates with Over One-Third of Digital Commerce
The United States remains the global leader in online shopping, accounting for 33.7% of consumer purchases worldwide. American consumers have embraced e-commerce at an unprecedented rate, driven by advanced digital infrastructure, widespread mobile usage, and a culture that highly values convenience. The COVID-19 pandemic accelerated this trend, and it shows no signs of slowing down in 2025 as more Americans prefer the ease of shopping from home.
2. China Continues Its E-Commerce Surge
China holds a close second at 31.2%, reflecting its robust and innovative online retail ecosystem. Major platforms like Alibaba and JD.com have expanded their reach across the country, shaping a digital shopping culture that prioritizes fast delivery, live-stream shopping, and mobile-first experiences. Chinese consumers are among the most engaged online buyers globally, making e-commerce a core part of their shopping habits.
3. The UK Maintains Its Position as a Digital Retail Hub
With 23.2% of global online purchases, the United Kingdom remains a key player in online commerce. Brits are known for their early adoption of digital shopping, supported by a highly developed logistics network and a high smartphone penetration rate. The rise of local and international online stores has further fueled this growth in 2025.
4. South Korea’s Tech-Savvy Shoppers Lead the Way
South Korea accounts for 22% of online sales globally, thanks to its advanced digital infrastructure, widespread high-speed internet, and a population that’s highly engaged with mobile shopping. South Korean consumers favor innovative tech-driven shopping experiences, including augmented reality (AR) previews and seamless payment systems.
5. The Netherlands Ranks Among the Top European Digital Markets
At 20.9%, the Netherlands demonstrates strong online purchasing habits. Dutch consumers benefit from efficient logistics, high internet penetration, and a penchant for sustainable shopping online, making them heavily reliant on e-commerce platforms for daily needs.
6. Canada’s Growing E-Commerce Market
Canada represents 17.9% of the global online shopping scene. With a diverse population and expanding digital infrastructure, Canadians increasingly prefer online retail for its convenience, especially in light of recent global health crises. Amazon and local players are favored among consumers.
7. Japan’s E-Commerce Legacy Continues
Japan accounts for 16.2% of total online sales, showing that traditional shopping habits are steadily shifting toward digital platforms. Japanese consumers value quality and reliability, which they find in established online retailers offering premium and niche products.
8. Italy’s E-Commerce Advancements
Italy has seen 14.9% of the global online purchase share, driven by fashion, home goods, and electronics sectors. The Italian market is rapidly digitizing, with more consumers embracing mobile and online shopping platforms.
9. Germany’s Digital Retail Market
Germany holds 14.6%, representing one of Europe’s largest e-commerce environments. Germans favor quality, security, and efficient delivery, fostering a mature online retail culture reinforced by strong consumer protections.
10. Norway’s E-Commerce Commitment
With 14.5%, Norway demonstrates high internet penetration and a consumer base eager to shop online, especially for outdoor gear, electronics, and sustainable products. The country’s focus on environmentally friendly shopping influences online purchasing choices.
11. Ireland’s Strong Digital Market Presence
Ireland accounts for 14%, supported by tech-friendly policies and high mobile device usage. Irish consumers are increasingly purchasing goods online, from clothing to electronics.
12. Sweden’s Progressive Online Shoppers
Sweden’s 14% share underscores its advanced digital infrastructure, high sustainability awareness, and preference for innovative shopping solutions like virtual fitting rooms and secure mobile payments.
13. Australia’s Expanding E-Commerce Scene
Australia’s consumers spend 13.8% of their online shopping dollars online, driven by vast geography, which makes online retail a vital option for accessing a wide range of products quickly.
14. France’s E-Commerce Growth
With 13.4%, France continues to boost its online retail sector, especially in fashion, beauty, and gourmet food sectors, supported by high mobile device usage and continuous digital investment.
15. Spain’s Digital Retail Expansion
Spain accounts for 13.3%, with online shopping becoming increasingly popular for fashion, technology, and household goods, especially among younger generations.
16. Denmark’s Digital Pioneering
At 13.3%, Denmark has a highly tech-savvy population that prefers shopping online for convenience, bulk buying, and access to international markets, fostering robust e-commerce growth.
17. Poland’s Growing Digital Market
With the same percentage as Denmark, Poland’s rapidly growing infrastructure and increasing smartphone penetration have made online shopping more accessible and popular.
18. Argentina’s Rising E-Commerce Scene
Argentina’s 13.2% shows significant growth, fueled by rising internet access and increased trust in online payments, especially within fashion and electronics sectors.
19. Austria’s Digital Commerce Evolution
Austria grasps 12.9%, with consumers embracing online shopping for everyday needs, boosted by improved logistics and digital payment options.
20. Finland’s Digital Pioneers
Finland’s 12.8% indicates a strong online shopping culture, driven by high internet speeds and a preference for eco-friendly and sustainable online brands.
21. Czechia’s Quick Adoption
With 12.7%, Czech consumers are rapidly adopting online retail, especially in electronics, fashion, and health products.
22. Singapore’s Asian Digital Hub
Singapore, at 12.2%, exemplifies a highly developed digital infrastructure, with consumers favoring efficient, secure, and innovative online shopping experiences.
23. Thailand’s Increasing E-Commerce Engagement
Representing 11.4%, Thailand’s digital retail sector is expanding quickly, driven by mobile shopping apps and local e-commerce giants.
24. Switzerland Holds Its Spot
Switzerland’s 11.3% shares indicate cautious but steadily growing online shopping, especially for luxury goods, electronics, and health products.
25. Chile’s Emerging Market
Chile’s online shopping share at 11% signifies a rising trend, with more consumers turning to digital platforms for daily necessities and electronics.
Global Trends in E-Commerce 2025
The worldwide e-commerce share in 2025 stands at 17.3%, reflecting a continued strong shift toward digital retail across all continents. Countries with advanced digital infrastructure and high smartphone penetration lead the charge, but emerging markets such as Chile, Argentina, and Thailand show promising growth trajectories.
Source: Datareportal 2025
Note: The percentages reflect share of global online consumer goods purchases in 2024.
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